SLEEPY TOFU'S ONSEN
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campaign designed for SLEEPY TOFU
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art direction by BCDC
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campaign designed for SLEEPY TOFU
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art direction by BCDC
graphic design by YUHAO CHANG
photography by CHINGYUAN SHIH
illustration by WANYUN CHEN
photography by CHINGYUAN SHIH
illustration by WANYUN CHEN
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Sleepy Tofu's Onsen is an imaginative campaign where we explore what it would be if the bedding brand opened a hot spring facility. The key vision takes "Noren" curtain as a symbol of both Japanese culture and the imagery of a grand opening. The theme photography involves the brand mascot "Tofu-kun", guiding everyone through five scenes in the hot spring town—Onsen, Lodging, Travel, Foods, and Hearts. All planning is anchored in creating a sense of "reality”, aiming to craft a digital experience that resonates with both reality and imagination.
Online Promotion
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/2bc255194850467.66032c94e9158.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/dc8414194850467.660338e756040.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/76b0eb194850467.660338e8184ea.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/24e876194850467.660338e81773d.png)
Offline Small Graphic
![onsen welcome typography campaign branding sleep taiwan mattress envelope Stationery](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/f87577194850467.66032c98ed4eb.jpg)
![onsen welcome typography campaign branding sleep taiwan mattress envelope Stationery](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b3585e194850467.6603328c977ac.jpg)
![onsen welcome typography campaign branding sleep taiwan mattress envelope Stationery](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/d7b2f3194850467.6603328c9664d.jpg)
![onsen welcome typography campaign branding sleep taiwan mattress envelope Stationery](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/f5427a194850467.6603328c9546e.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ed99ca194850467.66032c9791142.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/e688cf194850467.66032c979216f.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/3e679f194850467.66032c98486e2.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/015473194850467.66032c9847877.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/88aeae194850467.66032c9846596.jpg)
Thanks for reading.